Nike - Dear Kobe

To the world, Kobe is one of the greats.
But to China, he is the great.

Kobe ignited China’s love for the game.
He respected their identity. Valued their culture.
Believed in their potential when no one else did.

Because of Kobe, China won’t ever be the same.
He made them forever more passionate,
obsessed, resilient, and fearless.
He made them more Mamba, forever.

During a week-long tribute that Nike dubbed “Mamba Week”
we released mini-documentaries featuring fans inspired by Kobe.
These stories look back, but also show how Mamba spirit lives on.

Role: Creative Director Partner: Matt Meszaros
AD: Josh King, Zhong How CW: Michael McGuire, Gem Xu, Liltree Qian
Producers: Yuan Fang, Angela Liu
Directors: James Cai (Mamba Documentaries)
François Rousselet (Dear Kobe)

”Blackbird” by Norman Kim